Partnership to protect wine culture signed

9th May, 2014 by Lauren Eads

The European Network of Wine Cities has joined forces with Wine in Moderation, the EU organisation responsible for the promotion of responsible drinking, to help safeguard the role of wine and its heritage within Europe.

Recevin, the network of “wine cities” made up of 800 EU towns with a strong economic dependence on viticulture, signed a voluntary partnership with Wine in Moderation on 7 May with the joint aim of strengthening its voice and reach throughout Europe to further its cause of protecting wine heritage and culture.

The partnership will see the two European associations worked together to establish partnerships at both a national and local level, alongside consumers and where alcohol-related problems might be found, to promote moderation as a trend and responsibility as a culture, “safeguarding the important role of wine in the sustainability of our European Wine Regions.”

Speaking at the event in Porto, Portugal, George TD Sandeman, president of WIM, said: “Wine is part of a millennia old heritage in Europe. Our roots are in the soil and communities which have grown over time, linked to cultivation, winemaking and commerce, and the moderate and responsible enjoyment of our wines is key to the sustainability of our environment and people. This makes the link with RECEVIN all the more important.”

One initiative working toward this goal is the Wine in Moderation–Art de Vivre (WIM) Programme, is an initiative launched in 2008 to support EU member states in reducing alcohol-related harm by building on the values of the “wine culture” founded on information backed by science, education and self-regulation.

Carme Ribes, general secretary of Recevin said: “Through this agreement, the message of Wine in Moderation / Art de Vivre will arrive directly to 80 wine cities that are our direct partners, but will also reach nearly 800 other cities, indirect partners through National Wine Cities Associations in different countries.”